How to create an annual PR plan that works for you

A strong public relations (PR) plan isn’t just about getting media coverage – it’s about ensuring your messaging is consistent, strategic and aligned with your goals. Whether you’re an individual, a business, or an organisation, a structured PR plan helps you maximise opportunities, build credibility and engage the right audience at the right time.

In Series 1, Episode 4 of PR Matters - The Public Relations Podcast, I speak with PR guru Paul E Patton about the impact of well-planned PR strategies. We discuss how effective PR planning can help you boost your profile, build awareness and execute ideas at the right time and in the right place. 

Drawing from our conversation, here’s a practical guide to creating your PR plan broken down into manageable phases throughout the year.

The key phases of an effective PR plan

Creating a PR plan doesn’t have to be overwhelming. Breaking it down into structured phases makes it more manageable and ensures that every step serves a purpose. Here’s how to map out your PR strategy across the year.

1. Laying the foundation: December to January

The start of the year is the perfect time to reflect on past achievements and challenges. This phase is about understanding where you stand and laying the groundwork for the upcoming year. 

• Assess your position: What worked well last year? What didn’t? Review past PR efforts to identify strengths and areas for improvement.
• Define your goals: Set clear, actionable objectives for the year ahead. For example, if you’re a business, your goal might be to increase media coverage or build brand awareness in a specific market. 
• Establish a theme: Choose an overarching message that will guide your PR efforts. For example, a university could focus on “Celebrating student success beyond graduation.”

2. Building awareness: February to May

With a strategy in place, it’s time to start executing. This is the phase for creating opportunities for visibility and engagement. 

• Media campaigns: Launch press releases, blog posts, or social media campaigns that tie into current industry trends. 
• Networking and events: Attend or host key events to establish relationships with the media, stakeholders and potential partners.
• Collaborations: Work with influencers, businesses, or organisations that align with your mission to expand your reach.

For example, a university could collaborate with employers who hire recent graduates for interviews.

3. The summer shift: June to August

Summer is often a time for change and adjustment. Use this period to evaluate your progress and experiment with new approaches. 

• Mid-year review: Assess your campaigns. Are they achieving the desired impact? If not, adjust your strategy. 
• Engage creatively: Take advantage of the relaxed summer months with engaging content, such as video interviews, outdoor events, or interactive social media challenges.
• Keep going: Even if your industry slows down, maintaining a consistent presence ensures that your message remains strong.

4. Year-end push: September to December

As the year wraps up, this is the time to reinforce key messages, celebrate successes and prepare for the future.

• Highlight achievements: Share successes and milestones to reinforce your credibility and inspire confidence. 
• Seasonal campaigns: Many industries experience a surge in activity during the holiday season. Use this time for campaigns that connect with the spirit of the season. 
• Plan for the next year: Start gathering insights and ideas for the upcoming year’s plan

Example PR plan: A university’s graduation strategy

A well-structured PR plan can turn a milestone event – such as university graduations – into a powerful promotional tool. Here’s how a university might structure its year-round PR efforts:

• January: Announce upcoming graduation dates and keynote speakers via press releases and social media.
• March: Feature interviews with inspiring alumni to highlight the impact of past graduates.
• June: Graduation ceremonies – run a live social media campaign, share real-time graduate success stories and post behind-the-scenes content.
• September: Collaborate with local businesses to offer discounts or sponsorship opportunities for winter graduation events.
• November: Run a campaign on “What graduation means to our students”, featuring student-generated content in the lead-up to winter ceremonies.
• December: Festive campaign – “12 days of graduate success” featuring daily alumni stories, career tips, reflections from staff and graduation highlights, culminating in an end-of-year video celebrating the graduating class.

A PR plan isn’t just about scheduling announcements, it’s about telling a story throughout the year, staying adaptable and ensuring every effort aligns with your broader mission. 

Remember: With clear objectives, consistent messaging and thoughtful engagement, your PR strategy can help you build lasting relationships and enhance your visibility.

Have you created a PR plan before? What worked for you? Share your experiences in the comments – I’d love to hear them!

P.S. Don’t forget you can listen to the full episode on Spotify for more insights on strategic PR planning.